How fast does our own site load ?

We are proud to say that loads up in 0.7 second.


0.7 seconds load time in GTmetrix

Nandann Gtmetrix good score

Google Pagespeed Insights Score of 99

Nandann Google Pagespeed score 99

Nandann R&D’s goal: to reach absolute highest performance.

Our team’s plan to increase the site’s performance and break our own record of 0.7 second includes the following:

1) Converting small images, favicon and logo files to base64 code to decrease the number of requests

2) Increasing our server capacity, so that we decrease the server response time

3) Adding one more layer of caching.

4) Changing format of images to webp ( we have not done it yet because some old school browsers still can’t handle webp images; we are in pursuit to first detect the browser compatibility for handling images at loading time and then serve them webp if they can handle it. Doing this while keeping the existing performance rather than increasing it would be a challenge )

After these changes we estimate our website load time will then be around 0.5 second ( 500 ms )

Why websites need Performance ?

The most important SEO factor is website performance and the performance testing tools that determine whether your website is a winner.

Why is website performance the most important thing? Well, it turns out customers will wait no more than 3 seconds for a web page to load before abandoning a site. Just a half a second difference in load time can make a 10% difference in sales for an online retailer.

Customers do not want to wait for anything, to wit:

1) Amazon found that every 100ms(0.1 second) of latency cost them 1% in sales.

2) Google found an extra 0.5 seconds in search page generation time dropped traffic by 20%.

3) BBC found they lost an additional 10% of users for every additional second their site took to load.

4) Pinterest increased search engine traffic and sign-ups by 15% when they reduced perceived wait times by 40%.

5) COOK increased conversions by 7%, decreased bounce rates by 7%, and increased pages per session by 10% when they reduced average page load time by 850 milliseconds.

How we attain performance ? (Attaining performance is an art )

People think that attaining performance is a one time thing; however, it is an ongoing activity which involves studying, understanding the latest updates, constantly testing and applying them.

  • Optimize images
    Reduce the load times of pages by loading appropriately sized images.

    • Reduce file sizes based on where images will be displayed
    • Resize image files themselves instead of via CSS
    • Save files in appropriate format depending on usage
    • Cost benefit ratio: high value
  • Specify a cache validator
    All static resources should have either a Last-Modified or ETag header. This will allow browsers to take advantage of the full benefits of caching.
  • Minify CSS, HTML and Javascript
    Compacting and minifying code can save many bytes of data and speed up downloading, parsing, and execution time.
  • Avoid 404 requests
    Removing “broken links”, or requests that result in 404/410 errors, avoids wasteful requests.
  • Serve scaled images
    Serving appropriately-sized images can save many bytes of data and improve the performance of your webpage, especially on low-powered (eg. mobile) devices.
  • Avoid landing page redirects
    Redirections on landing pages add delays to the page load and while the redirections are occurring, nothing is shown to the client. In many cases, redirections can be eliminated without changing the function of a page.
  • Add Expires headers
    Expires headers let the browser know whether to serve a cached version of the page.

    • Reduce server load
    • Decrease page load time
    • Cost benefit ratio: high value
  • Use cookie-free domains
    Serve static content from a different domain to avoid unnecessary cookie traffic.
  • Use a Content Delivery Network (CDN)
    Content Delivery Network (CDN) can give an equally fast web experience to your users across the globe.
  • Make fewer HTTP requests
    Reduce HTTP requests through combined files and CSS sprites.
  • Compress components
    Save time and bandwidth by compressing resources.
  • Avoid URL redirects
    Avoid using URL redirects as they add additional delays to a page load.
  • Reduce the number of DOM elements
    A complex page means more bytes to download, and it also means slower DOM access in JavaScript.
  • Use GET for AJAX requests
    Use GET rather than POST to collate headers and data.
  • Reduce DNS lookups
    DNS lookups add delays to the initial requests to a host. Making requests to a large number of different hosts can hurt performance.
  • Reduce cookie size
    Keep cookies as small as possible to minimize the HTTP header size.
  • Make favicon small and cacheable
  • Configure entity tags (ETags)
    Running multiple servers with default ETag settings can prevent 304 responses

Benefits of Performance ?

1) Improvement in Search Rankings
Page load speed and performance of website is one major factor for search engine rankings.

2) More Organic Traffic
Search engines, like google, bing etc. promote websites which are high performance and less load on browser.

3) Happier Customers & Higher Sales / Conversion
Customers are not in a mood to wait, specially when they are using mobile devices which run on a limited battery. As more than 70% of the traffic these days is through mobile devices and tablets.


As a famous quote in web development says:

“Performance, and performance alone, dictates the predator in any food chain.”

Good Page-load speed and high performance websites have far more conversions and sales than their competitors.

Please, email us at, if you wish to increase your website’s performance.